Apple has shifted its focus from flashy tech to price cuts. The company just revealed a cheaper MacBook called the Neo and an iPhone 17e, both starting near $600. These models aim to lure customers who might otherwise buy from Dell, Lenovo or HP. Analysts say the Neo could compete with many PCs that have recently raised their prices. JPMorgan notes that the iPhone 17e’s price is lower than expected, even though it has better storage and camera features. Both devices are already available for preorder and will hit stores next Wednesday, with some colors and storage sizes selling out fast. Apple’s strategy hints at future premium products, including a foldable phone and AI‑powered glasses that could launch later this year. The move shows Apple is trying to balance affordability with innovation.


# Apple Shifts Focus to Price Cuts

Apple has pivoted from flashy tech to affordability, unveiling a budget **MacBook Neo** and an **iPhone 17e**, both starting near $600. These models aim to lure customers who might otherwise turn to Dell, Lenovo, or HP.

> *Analysts* say the Neo could compete with many PCs that have recently raised their prices.  
> *JPMorgan* notes the iPhone 17e’s price is lower than expected, even though it boasts better storage and camera features.

Both devices are already available for preorder and will hit stores next Wednesday. Some colors and storage sizes are selling out fast.

Apple’s strategy hints at future premium products, including a foldable phone and AI‑powered glasses that could launch later this year. The move shows Apple is trying to balance affordability with innovation.



Apple’s New Budget Lineup Signals a Shift Toward Affordability

Actions